Hall Ticket No
Question Paper Code: CMB417
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MBA IV Semester End Examinations (Regular) - April, 2019
Regulation: R16
PRODUCT AND BRAND MANAGEMENT
(MBA)
Answer ONE Question from each Unit
All Questions Carry Equal Marks
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All parts of the question must be answered in one place only
| UNIT - I | Max Marks: 70 |
| Time: 3 Hours |
- (a) Write about the objectives of product management and describe the various stages involved in New product development. [7M]
(b) Describe about the different type of growth strategies and explain about intensive growth and integrative growth strategies [7M] - (a) Define the term product innovation, explain pro's and con's of product innovation. [7M]
(b) Explain in detail the role of research and development process in marketing. [7M]
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UNIT - II
- (a) Write about the ad little product portfolio analysis with two examples. [7M]
(b) Discuss in detail about Boston Consultancy Group (BCG) and GE Mc. Kinsey Matrix of portfolio management. [7M] - (a) Define the term new product. Discuss the reasons for failure of new product with an example. [7M]
(b) Define product maps and discuss briefly about design for manufacturing a product. [7M]
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UNIT - III
- (a) Define about adoption process and explain in detail the stages of adoption process. [7M]
(b) Define perceptual maps and explain advantages and disadvantages of perceptual maps. [7M] - (a) Discuss the benefits and drawbacks of usage of brand personality in brand communication. [7M]
(b) Define the term Brand awareness and explain advantages and disadvantages of brand awareness. [7M]
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UNIT - IV
- (a) Assuming yourself as a brand development manager of Nestle's maggi product, post maggi crisis you are asked by the company to develop unique brand repositioning strategy for Indian market. Explain in detail. [7M]
(b) Explain about the brand resonance and discuss four categories in brand resonance. [7M] - (a) Define the term brand licensing and franchising. Write about Pro's and Con's of using franchise model. [7M]
(b) Illustrate with an example the advantages and disadvantages of brand extensions strategy. [7M]
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UNIT - V
- (a) Define brand equity and explain different stages in customer brand equity process. [7M]
(b) Discuss in detail any one method / approach of brand valuation. [7M] - (a) Discuss briefly about brand revitalization and explain the way marketers use the brand revitalization strategy. [7M]
(b) Define brand crisis and taking an example of your choice explain how company/ies managed the brand crisis. [7M]
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This download link is referred from the post: JNTUH MBA 4th Semester Last 10 Year Question Papers (2010-2020) All Regulation - (JNTU Hyderabad)
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